Dennell Alvarez, of Fullerton, plays in ball pit bathtub inside inside my Calvin House, an interactive experience, during Coachella Valley Music and Arts Festival at the Empire Polo Club in Indio on Saturday, April 20, 2019. (Photo by Watchara Phomicinda, The Press-Enterprise/SCNG)

Get pampered

At Coachella you’ll inevitably have to deal with either the heat or a wind advisory, which is probably why Pantene created a pop-up salon on the field where both men and women can pick from a small menu of hairstyles. The free hairdos take anywhere from 5-10 minutes, said Barbie Brady, a representative with the production company that helped the haircare line bring the salon to life.

With their ‘do done, they can accessorize their look with biodegradable glitter, feathers or wire twists.

Brady said about 1,800 festival goers walked in for a little pampering last weekend.

Besides the salon, a crew from Pantene visits the showers in the campgrounds to hand out samples as well as “rescue shots” to put on the ends of the hair.

“As I walk around the festival, I know who we touched – that’s our glitter,” Brady said.

The pop-up salon closes at 7 p.m. each night.

House party

One of the most elaborate interactive marketing campaigns at the festival is the My Calvin House, which recreates the suburban Los Angeles home used in its Spring 2019 campaign that features Shawn Mendes, A$AP Rocky and Kendall Jenner.

Festival-goers lay on a bed inside a bedroom at my Calvin House during Coachella Valley Music and Arts Festival at the Empire Polo Club in Indio on Saturday, April 20, 2019. The house is recreation of a suburban Los Angeles home used in Calvin Klein’s Spring 2019 campaign. (Photo by Watchara Phomicinda, The Press-Enterprise/SCNG)

Dennell Alvarez, of Fullerton, plays in ball pit bathtub inside inside my Calvin House, an interactive experience, during Coachella Valley Music and Arts Festival at the Empire Polo Club in Indio on Saturday, April 20, 2019. (Photo by Watchara Phomicinda, The Press-Enterprise/SCNG)

Sound

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Festival-goers explore the rooftop interactive area inside my Calvin House during Coachella Valley Music and Arts Festival at the Empire Polo Club in Indio on Saturday, April 20, 2019. (Photo by Watchara Phomicinda, The Press-Enterprise/SCNG)

It is loosely based on different rooms used in the campaign dubbed “Our Now.”

“We’re really trying to make it feel like you’re not in Coachella anymore, from the linoleum wood floors to the very retro color scheme,” said Kevin Winkle, spokesperson for Calvin Klein.

In the living room, a GoPro captures festival goers and projects their image on one of the three 1970s-era TV screens (the other two feature Mendes modeling).

Guests can step onto the rooftop of the house, which offers the chance to re-imagine those days of sneaking away from one’s parents, but in a very Calvin Klein type of way, says Winkle. The roof tiles feature the iconic CK logo while the LED screen walls loop moments from the fashion line’s campaign and cotton candy skylines.

In nearly every room there’s a chance for the festival goers to capture a photo from a device provided by Calvin Klein and which they can then have sent to themselves. In the bedroom, guests can plop down on the bed or a nearby chair and get a Polaroid taken. They have the option of either keeping the image or posting it on a cork board. If they leave it, attendees are encouraged to leave their social media handle for a chance to be featured on Calvin Klein’s social media campaigns.

“It’s meant to be lived in, they can spend as much time as they’d like,” Winkle said.

The “closet” portion of the house is actually a custom T-shirt station. Every 30 minutes, 10 guests are selected to customize their own Calvin Klein T-shirts – such as putting their own initials – all for free.

Perhaps the most popular feature in the house is the bathroom. The retro style features bright pink walls and baby blue tiles a pink tub full of white plastic balls emblazoned with the CK logo. A crew member is on hand to help the festival goers taking a “bubble bath” capture the moment.

American Express cardholders are entitled to some benefits on the festival grounds, but first they have to down the Coachella app. Once on the app, cardholders are asked to input information to unlock some perks such as getting a free ride on the Ferris wheel and monogram embroidery from Lock, Stock and Barrel in the Coachella Boutique.

There’s also the green room-inspired lounge with plush couches and concert posters. Located between Gobi and Mojave tents, the elevated backstage experience gives an Amex cardholder and two guests a chance to escape from the elements.

Once inside, cardholders are treated to either a free sneaker cleaning provided by Jason Markk or nail art through a collaboration with Britney Tokyo, who’s worked with numerous celebrities, including Sunday’s headliner Ariana Grande.

Liset Márquez covers the cities of Pomona, Claremont, La Verne and San Dimas for the Inland Valley Daily Bulletin. A beat reporter for the Bulletin since 2006, she previously wrote for the Chattanooga Times Free Press. She keeps a watchful eye on city councils and the Dodgers.